Chalkboarder specializes in relationship engineering social media optimization digital community management brand/concept development for small and large organizations.
2011 Chalkboarder SocMed Projects * just some of them James Beard House NYC Whole Hog Dinner Coffee Fest Tradeshow Chicago (3 Person Crew) James Beard in Oregon Dinner & Natl Annual Nominations Northwest Foodservice Show (2 Person Crew) National Restaurant Show Chicago (8 Person Crew) Coffee Fest Tradeshow San Diego (5 Person Crew) Florida Lodging & Restaurant Show (6 Person Crew)
A term for the tools and platforms people use to publish, converse and share content online. The tools include blogs, wikis, podcasts, and sites to share photos and bookmarks. Social Media - definition
Social Networking sites are online places where users can create a profile for themselves, and then socialize with others using a range of social media tools including blogs, video, images, tagging, lists of friends, forums and messaging. Social Media - definition
Social media is virtual real estate. In a declining availability of usernames, grabbing your social media real estate is a priority. Populating your real estate with great content and nurturing your virtual village IS sustainable business practice. Real Estate Value
Benefits & Risks of Social Media
Increased Brand Awareness
Increased Customer Engagement
Social Media Revolution 2 Socialnomics video Link: http://www.youtube.com/watch?v=lFZ0z5Fm-Ng Length: 04:26 ** Video Produced May 2010 Benefits
Greenway Coffee (Houston, TX) In-store sales up 15% in six months via socialmedia. Special events (teamed with local chefs) add $10K last six months. Interaction is priceless. Influence as specialty coffee/tea ambassador drives your brand. Retailer Example of Social Media Success
Jumping into socialmedia with overabundant enthusiasm and then slacking off.
Creates initial spamming and a promise of abundant community engagement.
Slacking creates disappointment and cynicism to your brand.
Risks with Social Media
Logging in as a false identity (or your employee does) to review sites and blogs to overtly promote your brand.
If “outed”, the online community will tear you apart.
Risks with Social Media
Your Desired Village
Who Is Your Target Customer?
Who Is Your Actual Customer?
Who Is Your Target Customer? A target market or target audience is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise. A well-defined target market is the first element to a online marketing strategy. May not necessarily be your ACTUAL customer. Your Desired Online Village
A NEW Theory Push Marketing could today be defined as businesses “pushing” their marketing to customers. Pull Marketing is defined in social media as creating content that customers “pull” to themselves, at their discretion. ** Today’s consumers are very marketing savvy, even cynical. Pushing your marketing is decreasingly effective due to societal bombardment. Online Marketing - PULL
Sustainable gains will not be realized immediately. Plan for six months to a year of consistent effort for solid ROI of social media. Is Social Media Appropriate for You?
The Best Authenticity Is You Your social media real estate is as valuable as your brick and mortar. In-House has greater degree of authenticity, but time constraints/skill may prevail. Outsourcing still requires time/involvement from business, but can exhibit consistent and greater results. Staffing
Creating content that is compelling, with call to action, is both art and science. Harvard Business Review found that content with imagery was opened 80% more than text content. Dynamic Content
Tell your stories of the winery.. Communicate the living nature of the wine.. Share the event happenings you’re in.. Share industry news and accolades.. Be generous with competitors.. Most important – reply to most everyone.. Build Community
Rick Bakas’ top three challenges in winery social media:
CRM or sCRM tools are archaic
Increased competition from abroad like Argentina, Spain, Chile, etc
The Very First Winery Social Media
Avoid “Gurus” “Ninjas” and “Experts” in social media. Social media theory/tools/techniques are changing constantly and require seasoned humble professionals. www.socialmediaclub.org Outsourced: Avoid These….
ROI of Social Media Socialnomics video Link: http:// www.youtube.com/watch?v =ypmfs3z8esI&feature=related Length: 04:15 Return on Investment